SDES2198 Advanced Typography and Publishing Design: Helvetica

Typeface: Helvetica

Helvetica originated in Switzerland in 1957 and was designed by Max Miedinger and Eduard Hoffmann at the Haas type foundry. This sans serif font was originally named Die Neue Haas Grotesk, it was changed to Helvetica in 1960 which is Latin for Swiss.

Helvetica was designed to be neutral as it was based on the principle that “type itself should give no meaning.” Companies were looking for change after the European war and to deviate away from the decorative and loud that had been used in advertisements.

Although this type was originally designed to inherently convey no meaning, it now represents corporate culture and business because of its adaptability. Helvetica is clear, direct and instantly legible, which is the backbone of most corporations; why not use a type that reflects a mission statement, whilst simultaneously advertising.

“Helvetica’s sleek lines and modern sensibilities were just what companies were looking for to remake their identities and set themselves apart from the past.” [1]

Helvetica is classified as a transitional or anonymous sans serif with vertical and horizontal terminations on their strokes and is as much about the negative space then about the lines, whilst having monotone stroke weights.

Another interesting fact is that the type remains legible whilst in motion which is a key factor for its use in transportation signage and placement on moving objects.

“…a font that rides the line between classic and modern, conservative and edgy, or elegant and relaxed, Helvetica might just be your answer.”[2]

Helvetica is usually categorized as a safe font, it doesn’t tend to influence the other elements within a design, and it is clear and communicates the text/brand simply and explicitly. Examples-Nestle, Toyota, Microsoft, Target, American Apparel, American Airlines, Post-It, 3M, Skype, BMW, Panasonic, GM, Motorola, Harley-Davidson, Tupperware, NYC Subway.

As a result of its neutrality it is easily read without being disturbed with serifs or decorative flicks, users just read and absorb. Although its modern (as it does not use serifs) it’s not aggressive or overly harsh, it doesn’t shout the message, it just simply communicates it. This is one of the reasons that it will work in my letterpress. I can build on its impartiality. It will not interfere with m design, but will enhance its understanding.